The Badger recently found himself sympathising with some parents who were stressed-out because their 12-year-old son was being disruptive and problematic at school. The boy has been problematic at school for some time, and none of the measures taken by his parents, or the school, has improved matters. It seems the boy’s issues began when, one way or another, they started using social media heavily. This seems to have significantly influenced his attitude, beliefs, and behaviour as his engagement with content intensified with the passage of time. The boy’s a problem at school because, to use his parents’ words, ‘he doesn’t see why he needs teachers or lessons, because he just wants to be a social media influencer’. The parents are in despair. They think their son is another young victim of the dark side of the last two decades’ social media revolution.
While many families experience similar difficulties, and research (e.g. here) illustrates how digital media affects adolescents, it was the word ‘influencer’ that grabbed the Badger’s attention. The word is flourishing like never before, primarily as a descriptor for someone with a large social media following who earns a living from the content they post. Perhaps the Badger’s a dinosaur, but he’s lost track of the number of people popping up as celebrities on popular television shows because they are ‘an influencer’ with a large following on platforms like Instagram or TikTok. When social media enables anyone from any background, and with any level of education, to be an ‘influencer’ if they produce content that attracts views, then it seems reasonable to ask the question ‘Is being an ‘influencer’ a legitimate career path?’.
The answer’s ‘Yes’ if you are entrepreneurial, can produce engaging content, and can advertise and promote products and brands that generate financial income and profits. Having a successful career, however, depends on business and financial acumen, an aptitude for marketing, knowledge of the influencer market, digital competence, and the ability to stay relevant when technology and audience interests change under your feet. The answer to the question is ‘No’ if you have none of these attributes. The problematic child noted above is too young to have the attributes needed to make a sustainable living from being an influencer. Their compulsive consumption of online content has likely distorted their view of how the real-world works, and so they may be in for a rude awakening when they eventually finish school and join the workforce.
So, what advice would the Badger give this youngster today? Simply this: ‘if you want to be a credible and respected influencer, and earn a living from being one, then you need to get the best education you can under your belt first’. Would they listen? Probably not…which is a sad indictment of a fickle, ever-changing, digital-dominated world in which AI is set to revolutionize everything, including being an influencer…
